Posts tagged "Asia-Pac"

Voices from the floor: Day 1 of Adobe Digital Marketing Summit 2012

Anne Russell, Digital Marketing Manager, Adobe ANZ – LinkedIn

What an exciting first morning at the Adobe Digital Marketing Summit 2012 in Salt Lake City. I am thrilled to have been able to attend the introductory keynote, led by Brad Rencher, Senior VP and General Manager of Digital Marketing, Adobe, and other great speakers, including our CEO, Shantanu Narayen, our CTO, Kevin Lynch, and Facebook’s VP Global Solutions, Grady Burnett. There was lots of engaging discussion today, but main themes focused on the concept of “your digital self”, as well as content personalisation and predictive marketing.

Everyone has a “Digital Self” out there in the online space, and each of us potentially represents a highly valuable customer to businesses with an online presence. When I go online, I much prefer to see relevant ads that engage me as a consumer, rather than generic ones that aren’t tailored to my needs. Brad Rencher reinforced the concept that ‘personalisation matters’. This has been a recurring topic recently so it was interesting to explore how this is evolving.

Dynamic, personalised and engaging content drives today’s consumers to take action, and marketers must be able to deliver and optimise this in real-time. However, for this to be effective you must be able to understand the core data and analytics across personalised experiences, advertising, publishing and social marketing. Shantanu’s view is that technology is most powerful when it is used as an enabler, and today we definitely have access to marketing technologies that enable this understanding.

If there is one thought I can leave you with from today, it is that based on this morning’s exciting announcement about the new releases of the Adobe Predictive Marketing Solutions, CQ5.5 and Discover 3, I think marketers are in for a treat when it comes to enabling them to take control of their data and drive the most relevant content as well as analyse the data that will help them make better marketing investments.

I don’t know about you, but I’m highly excited to be a marketer in today’s digital world!

See you tomorrow morning for a second day of exciting information sessions!

Is this really the year of mobile?

Angus Beattie, Senior Account Manager, Adobe ANZ (@AngusBeattie, LinkedIn)

I’m going to share a statistic I came across in a Forbes magazine story and I’d love to know whether you find it as absolutely staggering as I did when I first read the piece. According to a study released by Cisco last month, by 2016 monthly global mobile traffic is estimated to exceed 10 exabytes (for reference, an exabyte is a million terabytes) – and while that alone is quite significant, a whopping 40% of that traffic will come from Asia. 40%, it is hard to believe that nearly half of worldwide mobile traffic is poised to come from our region alone!

As mobile marketing has gained momentum over the past few years, there’s been prolific industry chatter nominating that each new year was ‘the year of mobile‘. Frankly, I’ve never taken that view. I think we’re just starting to grasp exactly how far we in the marketing industry can go with one of the most exciting and expansive areas we’ve seen in years.

Today’s marketers have a vast mobility tool kit full of tactics for consumer engagement such as QR codes, SMS, location-based marketing using GPS technology and more. Long gone are the days when mobile device users were considered a niche audience. These days, developers understand that they have a wide audience to reach via a wide range of platforms like iOS, Android and Windows. Those platforms are running on an devices like smartphones, tablets, and even ‘phablets’ (yes, a phone-tablet hybrid now exists). More often than ever at marketing events we hear industry leaders proclaim that when it comes to digital content we need to ‘build for mobile first and expand out from there’.

The proliferation of devices shows no signs of slowing down, and mobile delivery platforms are continuing to mature. So, what does this mean for marketers across APAC? Marketing directly to the palm of consumers’ hands through their personal devices is now well received. According to the Asia Digital Marketing Association’s (ADMA) 2011 Digital Marketing Yearbook, more than two-thirds of consumers across the region say they are comfortable receiving mobile advertising. Also worth noting:

  • 65% of consumers use online services to locate nearby services
  • More than a quarter of mobile users across APAC say they will use their device in-store to research products and services
  • Nearly half of mobile users in the region say they’ve benefitted from being introduced to a product via mobile advertising

Rather than stating last year, this year or even next year as the singular banner year for mobile marketing, perhaps we’re best to agree that we’re right in the middle of the mobile era — or is this just the beginning?  I welcome your thoughts on the topic.